To give ZDF television a younger, modern image we created the 'Mainzelmännchen' cartoon characters that appear in ZDF’s advertising block. They have been used as separators in advertising blocks since April 2, 1963. Their purpose is to make TV advertising more entertaining and to quieten the advertising block. After the relaunch, the “Mainzelmännchen” are cheekier and more contemporary, and not so “innocent” as before. It is the task of the viral clip to communicate this to a younger target group (14 to 49).